See how Maybelline was the first to take advantage of the change in BCAP rules with fantastic results.

Background

Since 2009 Maybelline have sponsored of one of the world's most glamorous fashion events - New York Fashion Week.

Maybelline and media agency ZenithOptimedia worked closely with Channel 4 to develop a campaign that would increase awareness, drive consumers in-store, and significantly up market share.

The Challenge

The brief was to communicate Maybelline's authority and expertise, and to introduce Maybelline global make-up artist Charlotte Willer.

The challenge was to create a campaign that would help Maybelline's core audience of 16-40 year old women achieve the latest looks with Maybelline products, and to make these accessible to consumers.

The Media Solution

Channel 4 was the perfect partner for Maybelline, delivering the youngest profile of the main TV channels.

With The Outfit, Channel 4 developed an innovative advertising solution: BackStage Beauty, featuring Jameela Jamil, presenter of Channel 4's youth strand T4.

The spots blurred the boundaries between advertising and programming and gave a behind-the-scenes peak at New York Fashion Week. This contextual approach ensured significant viewer engagement.

Karen Jones, Marketing Director of Maybelline Uk said "Working with Channel 4 we had the opportunity to work with Jameela Jamil who is very much a beauty and fashion icon for our core consumers...Jameela herself brought a lot of authenticity and is very much a Maybelline consumer."

Two 60-sec ads focused on different looks created using Maybelline products. Step by step, Charlotte Willer took the audience through the cosmetic transformation, producing incredible results.

KJ: "Because it was tying in to all the New York editorial coverage consumers were being exposed to, these 60 seconds advertising spots felt very fresh, very relevant, it is important to know that that also means, very short term so we had to maximize it over the space of one month because Fashion week is all about September."

The campaign was the first to take advantage of a change in the BCAP code about the placement of advertising. The Jameela ads were transmitted during the ad breaks alongside Jameela's programming in T4, Channel 4 and E4.

The continuity of talent between the programming and the ad helped to further integrate the campaign, in addition a T4 editorial competition featured Jameela offering a chance to win a trip to New York Fashion Week, and generated 1000s of entries.

The campaign also tied in to a whole range of through-the-line activity. The spots ran online on 4oD around key young female programming, and on 4Beauty. Longer, three-minute versions of the spots also ran online at Maybelline.co.uk, and all this tied into point of sale in stores and the launch of a Maybelline pop up shop in Covent Garden.

This was the first time a TV campaign had been specifically developed for Maybelline in the UK by L'Oreal. The solus Channel 4 partnership enabled this to happen. And the results were impressive.

The Results

An independent survey on the effectiveness of the Backstage Beauty campaign concluded:

Over three quarters of the people recalling the campaign, felt it "stood out from others", made them "keen to try out the looks" and "preferred the concept to the average TV ad".

Purchase consideration of Maybelline products rose amongst Maybelline users exposed to the ads, whilst it DOUBLED amongst non-users

And 70% of those exposed to the campaign would recommend Maybelline. A massive 83% of those heavily exposed would recommend the brand.)

The sales results were equally strong:

KJ: "We're very satisfied with the results of this campaign...We generated an equivalent market share as we would do over a launch period. We also generated very strong unit growth, stronger than we've seen all year. Which would suggest we've recruited new consumers to the brand..."

If you have any questions, or would like more detail, please contact Peter Clark.